What if instead of making a traditional poster, we make art with the knives? We worked along with Diego Piedra (plastic artist) and after 2 months of hard work and a lot of sketches, we came up with 4 masterpieces cut with the knives. The result, a delicious to the sight piece of art.

Positive and negative spaces are part of design basic principles, we choose ingredients and created an unified figure, the result is an exquisite graphic composition, full of details and textures. 

The touchpoints were in-store posters and and also an open exhibition, where everyone enjoyed the amazing artworks made entirely with the blades of the knives. We used: paper, cardboard and knives. 

Artist and art director worked together for 2 months to develop 4 artworks, made by specific cuts, every piece had a conceptual objective: use ingredients that could be cut with a knife. Literally.

The fact of doing something completely new in the category made the brand look fresh and trendy, consumers now understand what Tramontina can do inside and out the kitchen. The sales in-store increased by 48%

In terms of reach, customers were attracted by the artworks and begin the conversation in the store, many clients also asked the price of the artworks, the big news are that we are working in 4 new posters for the store, as part of the second semester of 2016.